Digital marketing is broadly summarized as the category of marketing tactics that utilize online means for message deployment. Businesses may employ search engines, social media channels, email, or other Internet-based channels to reach their target audience. Digital marketing is a relatively new subsection of the marketing industry. Despite this, it has grown rapidly with the constant evolution of both technology and the Internet.
The History of Digital Marketing
The term “digital marketing” was first used in the early 1990s, when early versions of the World Wide Web were becoming accessible (source). Clickable web banners came first on early websites such as HotWired, followed by search engines such as Yahoo and Google. By 2005, online ad spending had hit a record $12.5 billion. In the early 2000s, social media made its debut with MySpace, further changing the fabric of the digital marketing landscape. Marketing professionals were beginning to learn how to design messages for a digital audience. This was made easier by the introduction of the cookie, which allowed the tracking of user habits and gave marketers more insight into who was online and why. Today, digital marketing has blossomed into a huge industry, with a variety of methods available and a yearly spend of $325 billion, according to Forbes.
Is Digital Marketing Right for You?
The short answer—yes. In today’s world, just about everyone is online, so digital channels can be helpful tools for reaching your desired audience. However, some methods may fit your needs better than others. For example, a paid search engine campaign may work well for a professional service such legal offices or financial planners, while an email campaign or social media management may be more appropriate for a retail business. No matter what your needs are, there are a variety of benefits to utilizing some kind of digital advertising strategy for your business.
Targeting Capabilities
Targeting a specific audience with a traditional advertising campaign was often difficult. You could make an educated guess on channel or location demographics. However, you couldn’t guarantee which consumers were driving past your billboard, tuning in to your radio ad, or watching TV right when your commercial airs. Alternatively, most digital methods offer some form of advanced audience targeting. Some methods may simply allow targeting by age, gender, or demographic. Others can go further to create an audience based on job title, income level, or even physical address. This often leads to a high ROI, because you are sending your message to the people most likely to respond.
Analytics and Tracking
Another important advantage of digital marketing is the ability to track campaign progress and success. There are usually sophisticated analytics available. These range from impressions (how many people viewed your ad) and clicks to conversions such as email sign-ups, form fills, and even sales. Exactly which analytics are measured will depend on the campaign type., but the digital team at Media Venue will be happy to provide you with whatever is available.
Flexible Budget
A final and major advantage of digital marketing is that campaigns can be run at even a minimal budget. For as low as $50 per month, you can promote your company on Facebook. Even larger campaigns such as search engine marketing or retargeting campaigns can be run at very manageable rates. Media Venue develops plans around your budget to ensure that marketing is as accessible as possible.
Let’s Get Digital
There are many ways to spread awareness about your business in the digital realm, and Media Venue is here to help with all of them! If you want to learn more about our digital marketing options, call 502-855-4783 or email weaks@mediavenue.com.
